Age-and gender-based market segmentation studies have appeared frequently in the travel literature. The authors examined the implicit assumptions made in previous age- and gender-related studies. In addition, a well-established marketing theory was employed to compare age- and gender-based market segments. The findings indicate that the two age (senior vs. younger) and gender segments are heterogeneous and provide different measurement reliabilities. However, the decision making process of the different age and gender groups was the same. The findings and implications are discussed.
|Original language||English (US)|
|Number of pages||20|
|Journal||International Journal of Hospitality and Tourism Administration|
|State||Published - Jan 30 2002|
- Market segmentation
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management